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“It’s just an Opinion” : A Study of Objectivity and Perceived Helpfulness in Online Consumer Reviews of Theme Parks

Wagner, P.N. (2022) “It’s just an Opinion” : A Study of Objectivity and Perceived Helpfulness in Online Consumer Reviews of Theme Parks.

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Abstract:Background: The consumer decision journey is always developing. This study takes a look at the process of information gathering. This process has evolved dramatically with the introduction of the internet which opened the way for online consumer reviews (OCRs). It is important for consumers and companies to know what constitutes a helpful review. Review helpfulness is made up of various antecedents, whose influence can differ among products. This study focuses on the aspect of objectivity, as there has previously been little research done on this antecedent and that which does exist presents dividing results. Specifically, the study chooses OCRs of theme parks as the product to focus on. Purpose: The aim of this research is to determine whether there is an effect of the perceived objectivity level on the perceived helpfulness of online consumer reviews of theme parks and whether this effect is moderated by a person’s inclination to read reviews. Furthermore, aspects of objectivity and helpfulness are to be established. Methods: An online survey was conducted, in which participants (N = 156) each rated the objectivity and helpfulness of three out of six theme park reviews. A simple linear regression was used to analyse the relationship between these two variables. Next, the possible moderator of inclination to read OCRs was examined using multivariable linear regression. Finally, participants’ comments on what constitutes objectivity and helpfulness of OCRs were analysed in an inductive manner. Results: It could be determined that an increase in objectivity generally meant an increase in helpfulness, as a positive effect was found (β = .84, p <.001). However, it was also found that a person’s inclination to read OCRs is not a moderator of this effect (β = .05, p = .38). Rather, it is an additional variable, also positively influencing perceived helpfulness the more inclined a person is to seek out OCRs (β = .37, p <.001). The qualitative part of the study shows that the aspects of generalisability, information type, experience type, opinion, argumentative reasoning, review sidedness, and language can be named as antecedents for both perceived objectivity and helpfulness. Conclusions: Overall, this study shows that consumers evaluate reviews which are formulated objectively as more helpful in the case of theme park OCRs. As for the qualitative findings, the aspects of generalisability, information type, prior experience, argumentative reasoning, review sidedness, and language increase both perceived objectivity and helpfulness. The inclusion of personal opinions and experiences, while not objective, can increase helpfulness if they are presented in a way that supports the argumentative structure. Even though these aspects make a review more subjective, they can be presented in a way that makes it helpful. Still, the central conclusion is a positive effect of objectivity.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:https://purl.utwente.nl/essays/91188
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